Market research on sustainable cosmetics knowledge of Gen Z’s
Bürki, Jolanda (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415638
https://urn.fi/URN:NBN:fi:amk-2024052415638
Tiivistelmä
This thesis was commissioned by COSSA. The company is a Finnish brand operating in the cosmetic industry and to specify it’s a big advocate of sustainable cosmetics. It has been in operation for two years. Currently, the company is exploring possible changes e.g. regarding rebranding, to improve customer satisfaction, and improve consumer knowledge of sustainable cosmetics. After careful consideration the founder and CEO of COSSA and the author established an objective of carrying out a market research on sustainable cosmetics knowledge among Generation Z. The goal was to make informed business decisions in the light of the research results.
Knowledge of the topic sustainable cosmetics and other concepts relevant for the thesis were gathered from researching various types of secondary data. The author executed a qualitative research in the form of an online survey. With the survey questions respondents had to give thought to the term sustainable cosmetics, reasons why sustainability isn’t a priority in one’s purchase decision, and places and sales channels to purchase said goods from.
With the help of secondary data the survey results could be analysed which gives the thesis a reliable foundation. The main finding that was discovered in the research, is the lack of knowledge of the term sustainability in cosmetics. Understandibly so since with the help of secondary data it was discovered sustainable cosmetics to have different definitions depending if asked from an individual or a company. In the light of secondary data it can be said that sustainability consists of various pillars such as social, environment, and economic that all together have an affect on the products sustainability level. Consumers themselves agreed that more knowledge of sustainable cosmetics should be made available by companies.
Knowledge of the topic sustainable cosmetics and other concepts relevant for the thesis were gathered from researching various types of secondary data. The author executed a qualitative research in the form of an online survey. With the survey questions respondents had to give thought to the term sustainable cosmetics, reasons why sustainability isn’t a priority in one’s purchase decision, and places and sales channels to purchase said goods from.
With the help of secondary data the survey results could be analysed which gives the thesis a reliable foundation. The main finding that was discovered in the research, is the lack of knowledge of the term sustainability in cosmetics. Understandibly so since with the help of secondary data it was discovered sustainable cosmetics to have different definitions depending if asked from an individual or a company. In the light of secondary data it can be said that sustainability consists of various pillars such as social, environment, and economic that all together have an affect on the products sustainability level. Consumers themselves agreed that more knowledge of sustainable cosmetics should be made available by companies.